Once of the most widely used marketing channels is Google Shopping due to the reach and traffic potential for retailers’ product listing ads (PLAs). Triggered by product data rather than keywords, PLAs can be optimized to show under relevant search queries to qualified leads, ultimately enhancing retailers’ chances of converting. Optimization aside, though, Shopping ads are created through Google Ads and retailers need to make strategies when it comes to bidding, promotions and Cost-per-click (CPC). In this article we’re discussing one of the more basic strategies to managing your Google Shopping campaigns: Creating custom labels.
Custom labels allow you to group your products and set up separate campaigns based on your promotional needs. This will help you improve your campaign performance by narrowing your focus to product groups that sell well or have a high margin. There are standard labels available – such as brand, category, condition and so on- however, customizing the labels yourself will help you control parts of your product feed to ensure the best returns. We’ll show you how to structure your product groups in ShoppingFeeder using values of your choosing.
1: Create Custom Label
Then go to Feed Management -> Manage Labels from the navigation menu.
You can add labels by typing in the desired label name in the Custom Label text boxes, then clicking on the check sign to the right to save the label. You can add as many labels as you choose.
In this example, let’s say you want to set up specific Shopping campaigns for different models of iPhones. Since some models are newer than others, you want to adjust your bidding strategies accordingly. You can create a custom label called ‘iPhones’.
2: Fill in values
Now you’re able to categorize products according to the labels you’ve added. You can group different product offerings under the ‘iPhones’ custom label.
Head to Manage Offers in ShoppingFeeder, then select a product and click on Options. From the dropdown list, select Manage label for selected.
You’ll be shown a list of all the available custom labels you created. Next to the ‘iPhones’ custom label, simply type in which model this particular offering is e.g. ‘iPhone 6’ then save and close.
Now your product will be labelled as an iPhone 6 in ShoppingFeeder.
3: Create a campaign for your product group
Now that you have labelled your products in ShoppingFeeder, you can log into your GoogleAds account to create a campaign for your specific product group. Go to Campaigns then Add New as shown below.
Fill in all your campaign details, then click Save and Continue.
Set up your ad group, then click Save. In this example, your Ad Group Name would be the same as the custom label you created: ‘iPhones’.
You can select the products you want to include in this campaign by going to Product Groups -> Add Subdivision.
Now you can select the subdivision of your products to include in the ad group. In the dropbdown, subdivide products by clicking on Custom Label 0.
Now you can select which iPhone models you’d like to include in this campaign, then click Continue to Edit Bids.
You can edit your bids for each product type as needed. Then click Save.
With your custom labels set, now you can monitor the performance of individual iPhone models and start adjusting your strategies according to product-level data that will reflect both in your Google Ads reports, and in your ShoppingFeeder reports!